How to Track and Measure Your PPC Results

We all know how important digital marketing is, regardless of business size and industry, and pay-per-click campaigns are a big part of this. If you want to engage and attract your target audience online, you need to market your business effectively, and tracking results highlights if your hard work is paying off.

A Brief Insight Into Pay-Per-Click (PPC) Campaigns

You don’t have to spend too much time looking into digital marketing to see that pay-per-click (PPC) campaigns are a popular and effective way of drumming up business. PPC advertising is a powerful digital marketing strategy that allows you to display your business’s ads on search engines, social media and other various websites. PPC is a cost-effective way to drive traffic, boost sales and raise brand awareness, and it works for businesses in a variety of industries.

To simplify how PPC campaigns work, your ads will be displayed when users search for specific keywords, and you only pay each time a user clicks on one of your ads. However, to make the most of your PPC campaigns, you need to track and measure your results.

Why You Need to Track PPC Results

It’s not enough to create a PPC campaign, let the advertisements go live and hope for the best. If you want to get the most out of your digital marketing efforts, you need to track and measure your PPC results. Measuring the results of your PPC campaigns is a key part of successful digital marketing and advertising.

Evaluate Ad Performance – When you track your PPC results, you can evaluate the performance of your campaigns. You can determine which ads, keywords and landing pages are working and which are not. You can then make any adjustments necessary, to ensure that every aspect of your campaign is effective.
Cost Management – There is a lot of budgeting with PPC campaigns, as you need to bid on specific keywords. Effective tracking helps you to manage your PPC budget efficiently. You can identify areas where your spending can be reduced and used elsewhere for better results.
ROI Assessment – When you measure your PPC results, you have the information needed to calculate the return on investment (ROI) for your efforts. This is an important part of determining the profitability of your campaigns. If a campaign doesn’t have a good ROI, it might be better to spend the money elsewhere.
Strategic PPC Optimisation – Tracking PPC results gives you insights that can help to optimise your PPC campaigns. You can make data-driven decisions to improve ad copy, keyword selection and landing page quality. Instead of making changes and hoping you are right, you can make decisions based on fact.
Competitive Advantage – By continuously monitoring and adapting your PPC campaigns, you can stay ahead of competitors, especially those that aren’t tracking their campaigns in the same way. You can ensure that your ads are relevant and effective and in line with what other businesses in your industry are doing.

How to Measure PPC Results as an Online Business

Regardless of the industry that you work in, or the size of your business, you can measure PPC results in a number of ways.

Use Conversion Tracking – By adding conversion tracking codes to your website, you can monitor actions that matter. You can track the number of form submissions, purchases, transactions, downloads or sign-ups. If someone converts in any way as a result of your PPC campaign, you will know about it.
Set Clear Goals – It’s important to define specific goals for your PPC campaigns. This could include increasing website traffic, generating leads or driving sales. Clearly defined goals make tracking a lot more effective, and it helps you to stay focused on the end digital marketing result.
Use Google Analytics – Google Analytics offers in-depth insights into your PPC performance. Using Google Analytics, you can analyse data such as bounce rates, time spent on the website and conversion rates. This information will help you to assess the effectiveness of your campaign.
Monitor Click Through Rates (CTR) – CTR is a key metric in PPC and it’s something that you should be focusing on. It highlights how often users click on your ad after seeing it, which can give you an idea of how interesting it is to your target audience. High CTR typically suggests an ad that uses relevant and engaging content.
Regularly Review and Adjust – You can’t set up your PPC campaign and forget about it, assuming that it will take care of itself. It’s important to regularly review the data and make adjustments to improve your campaign results. This could include changing the ad copy, pausing underperforming keywords or testing new landing pages.
A/B Testing – As is the case with a lot of digital marketing techniques, A/B testing is an excellent way of assessing how well a PPC campaign is performing. Use A/B tests to compare different ad variations and copy, to determine which versions are performing better.

Though PPC campaigns are undeniably effective, you might not have the time needed to really see what this type of marketing can do. If this is the case – whether you are too busy handling other aspects of running a busy business, or you simply don’t have the knowledge of PPC campaigns to ensure guaranteed success – you can hand everything over to our talented team.

At Profici, we provide a wide range of digital marketing efforts, including pay-per-click campaigns. It doesn’t matter what products or services you have to offer, or who you are targeting, we tailor our professional PPC services to you. Contact us today to find out more.